Arun Sudhaman 29 May 2013 // 11:00PM GMT
LONDON--Skype has moved its UK PR duties to Text 100 as it attempts to step up its consumer and lifestyle presence in the country.
The decision follows a competitive review earlier this month, as revealed by the Holmes Report. It is understood that at least three firms pitched for the account.
Text 100 already handles Skype's PR duties in a number of European markets, including Germany and France. Much of Skype's global duties are handled by Waggener-Edstrom, while the company brought in Edelman last year for a specific entertainment project.
The Skype review follows a reshuffle in the VoIP company's communications leadership. Eric Brown was appointed as global comms head following the departure of Brian O’Shaughnessy to form a new Silicon Valley PR consultancy. In the UK, meanwhile, James Blamey shifted from Microsoft to become Skype's global head of product and technology communications.
After acquiring Skype in 2011, Microsoft recently chose the UK as the launch market for integration of the online messaging service into its Outlook email platform. It is thought that the company is also aiming to boost awareness of its services among consumer and lifestyle audiences.
Representatives from Skype, whose comms team operates independently of Microsoft, did not respond to request for comment as this story went live. A Text 100 representative declined to comment.